Many companies looking for a competitive edge have turned their attention to corporate culture. While there is no recipe for a performance-improving corporate culture, there are some cultural traits that successful companies share. Managing culture to achieve better results is difficult but--with time and an understanding of leverage points within the organization--possible.
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Evolutionary Psychology and Workplace Design:
Doing What Comes Naturally

People prefer environments, natural or built, that evoke the savanna landscapes of early humans, where open grasslands provided unimpeded views from the cover and protection of tree groupings. Research suggests that people's innate awareness of natural settings provides cues to the effective management of the built environment and the importance of incorporating into it daylight and natural views, refuge and prospect, and other aspects of the savanna.
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Three-Dimensional Branding:
Using Space as a Medium for the Message

With a distinct brand image, companies can break free from the me-too morass that bogs down so many product and service categories, staking their claim to a firm market position competitors can't approach. While many companies look at brand building as a marketing challenge alone, others realize they have to live their brand, not just promote it. And the surest way to do that is by weaving brand building throughout the entire organization--even the office environment. Think of it as three-dimensional branding, the idea that physical space can be a critical medium for communicating the message.
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Transportation and Logistics:
Planes, Trains and ... 3PLs?

The transportation industry consists of distinct segments that operate differently from each other and vary greatly in their history, culture, and potential for growth. One rapidly expanding segment is a new form of transportation intermediary--third-party logistics providers (3PLs). They function as a service industry, they are more oriented toward knowledge workers, and they are evolving to manage complex global distribution and supply chains. As companies outsource more of their transportation and logistical needs, 3PLs are integrating within their customers' supply chains as strategic partners. As this sector matures, workplace issues such as flexibility, branding, and technology integration will increase in importance.
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